Here at Lumavate we love crazy ideas. Having the guts to implement crazy ideas is the difference between what makes a company good, and what makes it great. Stephanie Cox, VP of Sales and Marketing at Lumavate, has implemented tons of crazy ideas throughout her career including releasing weekly animated videos for almost two years to sending personalized videos to prospects. While crazy ideas might sound intimidating at first, they almost always work. Plus, they don’t have to be as daunting as you are making them out to be. Stephanie broke down how you can take a crazy idea, make it an attainable goal, and implement it into an ABM (account-based marketing) strategy without exhausting all your resources when she appeared as a guest on Show Me The Data.
Leverage Creativity Over Cost
Money can’t solve all the world’s problems, and it definitely can’t solve all of your marketing problems. You can throw all the money you want into LinkedIn ads or direct mail, but if your campaigns are generic and not personalized then there is no point. Instead, think creatively. Consider the demographic or industry you are targeting, what they like/dislike, what is culturally relevant, and create a campaign that will resonate with them. A great example is a direct mail campaign Lumavate ran targeting sporting venues. We didn’t max out their budget to get the attention of prospects, instead they created old school baseball cards for use cases of Lumavate’s PWA platform. This was cost effective, creative, and related to the businesses they were contacting. Remember, just because it is a crazy idea doesn’t mean it has to break the bank.
Do Your Homework
You know when you are having a conversation with someone, and you can tell they aren’t really listening but just waiting for their turn to talk? Well, that is how it comes off when you start doing outreach without doing your homework. Before reaching out to prospects, make sure you actually know a little bit about them. And please go beyond just knowing where they went to school. Look to see what they are posting about on Twitter or LinkedIn or if they have spoken at a recent event. Then when you are doing outreach, first show that you know a little bit about them (in a non-creepy way of course), and then jump into your sales pitch. The more personalized you can make your outreach, the more likely people are to listen.
Finally, if you want your top accounts to pay attention to you, you have to be everywhere. Again, this doesn’t mean you have to start spending a ton of money on complex digital campaigns or investing in a tech stack that you don’t need. Instead be intentional with where you are positioning your brand. Research where your top accounts are present, and make your brand present in those same areas. For example, if you are finding the majority of accounts are on Twitter, then start running targeted Twitter ads or create a strong brand voice on Twitter to raise brand awareness before you start your outreach. You’ll also want to make sure your outreach has the same messaging and branding as your ads, and a tone that matches your social media persona.These are all simple ways to make your brand visible to the accounts you are targeting, but to them it will feel like your brand is everywhere.
With these simple marketing tips, you can start implementing those crazy ideas, whether it is going after a dream account like Starbucks, or running a campaign that everyone said was impossible. You can listen to Stephanie’s full Show Me the Data episode here to learn more about her ABM strategy.